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Abstract

Emerging trends in nonprofit organizations include advocacy and evaluation. Usually these two activities are seen as mutually exclusive. In this paper, the author examines how these two activities are related: how evaluating advocacy can be important to unlocking the legitimacy of advocacy initiatives. It includes a review of the role of advocacy as a critical strategy for nonprofit mission advancement and how, despite its importance, nonprofit organizations engage in advocacy at consistently low rates and are typically not supported in advocacy by the philanthropic sector. The author reviews the literature to demonstrate the relationship between evaluation and heightened organizational effectiveness and presents a framework for evaluating advocacy through which nonprofits can demonstrate the progress and success of advocacy initiatives advance organizational learning, and legitimize advocacy as a strategy for mission advancement amongst nonprofits organizations and their supporters.

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